[00:01 - 06:57] Opening Segment

• Introducing Martin to the show
• Martin Greif is a conversion rate optimization expert, author, speaker, entrepreneur, and senior executive team leader
• He has 25 years of sales and marketing experience
• Conversion rate optimization is the process of increasing the percentage of people that take the desired action on a website
• Split testing is used to optimize conversion rates when there are enough conversions per day per device type and channel
• Micro conversions can be used as an alternative to macro conversions

[06:58 - 13:27] Conversion Rate Optimization: The Gift That Keeps on Giving

• Invest in conversion rate optimization before spending money on generating more traffic
• When someone lands on a webpage, they ask themselves three questions: "Am I in the right place?", "How do I feel about this?", and "What am I supposed to do here?"
• The biggest trust symbol is a phone number in the top right hand corner or a click to call mobile icon
• Make sure the add to cart button is obvious and any size/color questions don't blend into the background

[13:28 - 19:59] Understand Your Visitors' Journey with Analytics and Heat Mapping Tools

• Visitors are selfish when they come to a website and they're looking for a specific solution to their problem
• The visitor journey is all about understanding their motivations before they arrive
• Ask the three questions on every page: Am I in the right place? How do I feel about this? What am I supposed to do here?
• Make sure analytics are correct and use heat mapping tools to understand what visitors are looking at 
• Focus on what will make visitors feel comfortable and move forward, not what you need as an entrepreneur

[20:00 - 23:11] Closing Segment

• See the links below to connect with Martin

Quotes:

“The visitor journey is probably one of the most important things that somebody has to figure out on their website before they design it.” - Martin Greif

“Conversion rate optimization is the gift that keeps on giving.” - Martin Greif

Connect with Martin by visiting www.conversionconference.com.  

If you’d like to hear more episodes, you can find them at ecommercemoneymap.com, or on your favorite podcast directory.

Don’t forget to like, subscribe, and leave us a review!

If you want to learn more about the eCommerce Accounting Hub, visit ecommerceaccountinghub.com

Thanks for tuning in, we’ll see you next time!